This copy is for your personal, non-commercial use only. To order presentation-ready copies for distribution to your colleagues, clients or customers, click the "Reprints" link at the bottom of any article.

August 29, 2010

What Tiger Woods and English Premier League Have in Common: Barclays

Bank is major presence in sports sponsorships across the world

As Matt Kuchar and Martin Laird strolled to the 18th tee on Sunday, August 29, for what turned out to be a one-hole playoff in the first leg of golf's FedEx Cup playoff in Paramus, New Jersey, they probably didn't consider what they had in common with the athletes playing in Blackpool's Bloomfield Road stadium in the English Premier League (EPL), where the home team drew against Fulham, 2-2, on Sunday. But both were appearing in competitions sponsored by Barclays, the retail and investment bank and wealth management firm with operations in 57 countries.

In addition to its sponsorship of the EPL, which the bank renewed in October 2009 to run from 2010 to 2013, and of golf tournaments such as The Barclays, the Barclays Singapore Open, and the Barclays Scottish Open, Barclays also sponsors individual athletes like Phil Mickelson. Mickelson failed to make the cut at The Barclays, meaning Tiger Woods will remain the top-ranked golfer for at least another week; Woods finished the tournament at seven under, good enough for a tie for 12th place.

In addition to a pro tennis sponsorship and support for arts and community groups, Barclays also is involved in NBA basketball and NFL football. In 2007, Barclays bought 20-year naming rights for the arena to be built in Brooklyn that is intended to be the home of the (currently New Jersey) Nets, and in June, Barclaycard US signed a multi-year deal with the NFL to market credit cards beginning in September 2010 with the NFL logo and logos of all 32 NFL teams. Bank of America previously had the right to sell NFL affinity credit cards.

ThinkAdvisor's TechCenter is an educational resource designed to give you a competitive edge by keeping you abreast of new tech innovations and need-to-know information that can be applied to your business.